Investigation of the Effect of Internal Marketing on Quality of Work-Life: Evidence from Sport Organizations

Abstract

This study aimed to examine the effect of internal marketing (IM) on quality of work-life (QWL). The data were obtained from the employees of sports organizations providing public service in western Turkey. As a data collection tool, the IM-11 scale developed by Yildiz and Kara (2017) was used to measure IM, and the QWL scale developed by Chen and Farh (2000) was used to measure QWL. Descriptive statistics, correlation, and regression analysis were used in the analysis of the data. Analysis results showed that IM had a significant and positive effect on QWL. The strongest effect of IM was on the “compensation & benefits” dimension, one of the sub-dimensions of QWL.

Keywords

• Internal marketing
• Quality of work-life
• Employee
• Sport organizations

İçsel Pazarlamanın İş Yaşam Kalitesi Üzerine Etkisinin İncelenmesi: Spor Örgütlerine Yönelik Bir Çalışma

Öz

Bu çalışma, spor örgütlerinde içsel pazarlamanın iş-yaşam kalitesi üzerindeki etkisinin incelenmesi amacıyla gerçekleştirilmiştir. Veriler Türkiye’nin batısında bulunan ve kamu hizmeti veren spor örgütlerinin çalışanlarından elde edilmiştir. Veri toplama aracı olarak, içsel pazarlamayı ölçmek için Yıldız ve Kara (2017) tarafından geliştirilen IM-11 ölçeği, iş yaşam kalitesini ölçmek için Chen ve Farh (2000) tarafından geliştirilen iş-yaşam kalitesi ölçeği kullanılmıştır. Verilerin analizinde betimsel istatistikler, korelasyon ve regresyon analizi kullanılmıştır. Analiz sonuçları, içsel pazarlamanın iş-yaşam kalitesi üzerinde anlamlı ve pozitif bir etkiye sahip olduğunu göstermiştir. Analizlerde içsel pazarlamanın en güçlü etkisi, iş-yaşam kalitesinin alt boyutlarından biri olan “ödül & yarar” boyutu üzerinde olmuştur.

Anahtar Kelimeler

• İçsel pazarlama
• İş yaşam kalitesi
• Çalışan
• Spor örgütleri

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